She’s been drawing attention for 2.5 million years….
Since humankind stepped from the savanna (not Georgia, the other evolutionary one…), noisy, obnoxious men and beautiful women have been the focal point of attention of everyone else in the tribe.
Everyone looks their way, if not for very different reasons.
Having written about noisy obnoxious, evil, jealous, devious men in the past, along with having very little interest in same…I’ve decided to look at our other attention getter. The attractive woman.
(I mean, I’m not *looking* at her…I’m… analyzing her value…if you will… for you and me in marketing, sales and advertising….and OK, I’ll look too…it is part of the job after all…)
Today we investigate whether that sexy spokesmodel earns her money and sells, or not?
QUESTION ONE: Is she really drawing enough attention and changing attitudes toward the products and services she represents in advertising and marketing…or… is she primal eye candy sending money down the drain?
QUESTION TWO: Should *you* be utilizing a spokesmodel (or images of attractive women) in your advertising, marketing, or selling?
Research just released has several answers to this question.
In some PREDICTABLE instancees the answer is absolutely not. She is an enormous waste of cash. In other cases she makes the slot machine empty into your pockets.
In fact, there are some products and services that average looking women do much better “selling” than the Tyra Banks template.
So how do you know what to do!??!
When do men and women want/need to see that beautiful woman and when do they want/need to see the average, normal woman in the photograph or hear her talk as your spokesmodel?
In research just released by Paul Herr and Yong-Soon Kang we find the answers to our questions.
FACT: Past research tells us that attractive women are effective for selling beauty products like perfume and razors but not necessarily for books (dang) or computers.
In fact that gorgeous girl advocating a computer in advertisement can have VERY negative consequences.
A lot of people might actually “think” too much about the gal instead of the gigabytes and wonder what she could possibly know about computers. The extra attention to Grace can actually neutralize or detract from attitudes and sales.
However, all people’s attitudes are NOT the same value to you and me.
Imagine that you sell Maseratis for a living.
Cheapest Maserati is about $120,000. Now there are some people out there who don’t have the money or credit or even the interest to buy a Maserati. We aren’t interested in their attitudes. (We don’t care what they think of our Maserati.)
We are interested in the attitudes of those who are our current and potential customers.
The first interesting fact I discovered is that across the board, if you include people who can’t afford a product and they don’t care about it to any significant degree, then your beautiful spokesmodel almost always increases the attitude toward the product.
Of course…we don’t care about that person. (I mean we CARE about their welfare but we aren’t developing sales presentations or marketing campaigns to get them to buy from us!)
You don’t care about across the board.
You care about the person who COULD purchase your product.
I couldn’t buy a pack of cigarettes.
The cigarette salesman and marketing team don’t care about me.
Additionally, if your product requires a lot of mental involvement (thinking) when it’s seen and being considered, in general, if the spokesmodel is attractive, she typically detracts from the attitudes and sales.
For example, the attractive model advocating the computer processor will detract from attitude and sales.
Attractive women *always* garner attention from both men and women but there is a point on that curve where the attention becomes a negative and not a positive in changing or influencing minds.
ASK yourself this question.
Is the physical beauty of the model (not the computer, the girl) relevant to the product?
That is a key consideration.
If the answer is yes, then the chances are that she will enhance and improve attitudes and sales. If not she won’t.
And of course there are exceptions, but first let’s look at the rule….
For example: In viewing advertising or razors, attractive women cause huge attitude increases and sales over their average looking counterparts.
In the case of shampoo, there is a big increase as well, though not as startling as in razors.
Here’s another interesting factor.
If someone is distracted from viewing the advertisement, the attitude of the observer/buyer is increased with the beautiful girl effect.
So if you are at a trade show or convention, chances are pretty good that having an attractive woman manning (play on words) your booth makes good sense.
When not distracted, we’re back to looking at relevance.
Wait a minute!
You don’t sell razors?
You don’t sell shampoo?
You don’t sell computers?
Are you out of luck?
Is the spokesmodel “in” or “out?”
Here’s a key question: What does the attractive girl have to do with the product or service? In other words is the fact that she is extremely attractive important to the product?
Another: Does the attractive girl add or takeaway from the thinking process?
In other words, if you are selling a program to men on how to get a date, the attractive girl is a big plus. It enhances and magnifies the thinking process instead of distracting from it.
But, if you are selling a program to men on how to be a better racquet ball player, the attractive girl (beyond gaining initial attention) will reduce sales because she takes away from the thinking process.
Now let’s stop for just a minute.
What about the godaddy.com girl of Super Bowl fame?! What do domains and websites have that can be positively influenced by a super model in shorts?
(I mean, come on, I couldn’t smoke one…but I’d consider buying a cigarette from her….)
godaddy.com offers products that require very little thinking to be motivated to buy.
The investment is small.
Essentially everyone can be a customer and obviously men buy far more web domains than women.
The godaddy girl gets both men and women to godaddy.com. If the price of the products were much higher and the products/services required much more thinking, then the godaddy girl would be out of a job.
Fortunately she’ll get to keep her job…..whew.
Which leads to the final paradox.
When the attractive spokesmodel is seen as intentionally irrelevant and not part of the process or pointless to the promotion…..the attitude toward the product can be reduced.
There’s a lot more to be learned about the hiring and firing of spokesmodels and using models in general for advertising and marketing….
…and I for one….will do everything in my power to be the first…to bring you first hand information as I get it….
Testing can be such a chore…………………………….
Want more information just like this?
Science of Influence: Reducing Resistance with Persuasion (Part III of the Series) focuses on the newest information available about reactance and resistance in persuasion. You’ll find cutting-edge research that you haven’t seen yet which shows that there are four specific manifestations of resistance (unconscious instantaneous resistance).
You are going to learn how to utilize the other person’s resistance so that it works to the favor of the persuasion process. No one has ever talked about this before.
Obviously, that information alone would be enough to justify any “price.” But you know me…
Did you know that putting reactance into a story reduces or eliminates the resistance? I’ll show you what the research says and how to do it. Raising unconscious resistance (reactance) can help eliminate (in part or whole). I’m going to show you how.
Discussing bogus information from sources that lack in credibility can raise your ability to influence or send resistance through the roof. I’ll show you how to avoid the train wreck and make it all work.
Your wishes have come true. A number of devoted students and masters of influence asked me to give you my proven applications of the selling and persuasion techniques that you have learned about in the Science of Influence Library. These full length CD’s accomplish an outcome no one has ever been able to achieve. You will learn the absolute most cutting edge material in sales techniques, belief change and influence then learn how to apply them. Bonus? You’ll learn applications of the most powerful material from the prior 30 CD’s in the Library.
What can you learn that no one has shared with you before?
- An integrated template that allows you to model a successful sales presentationutilizing techniques learned in the Science of Influence.
- The absolute single most important factor in influence. Learn how to make it part of your personality…because it probably isn’t…yet!
- Your counterpart needs to be in a very specific frame of mind the moment you ask the big question. I’m going to reveal specifically how I do it, then give you the research showing other proven modalities.
- Six specific ways to keep resistance at bay. Once you’ve overcome it, you need to stop the tide from rolling in again…and it will if you don’t handle it with these six techniques.
- The single most important determining factor in reading their mind.
- I take you through numerous step by step processes for applying everything I have uncovered in the field of persuasion and influence and make it manageable for you.
- The 5 most common mistakes even experts make in influence and persuasion. I promise you do all of these things. I did. When you eliminate them…well you tell me…
- The reason that the prescription you prescribe that will at first seem perfect for your client will cause them to bolt. Stop it now.
- Learn how to overcome the feeling of desperation on your part or the client’s part. Desperation is the single biggest killer in one on one influence.
- Secret: Persuasion is most effective when it is interactive. Here is how to accomplish that!
- Dealing with buyer’s remorse in advance…and when it happens. How to turn buyers remorse into long term permanent loyalty.
- Why telling your counterpart the most sensible, easiest, fastest way to accomplish their goal will kill your sale. How to beat the problem before it brings out the ax…
Of course there is more.
You don’t need to have listened to the prior CDs to gain full benefit from this program. If you have mastered the prior library of CDs, I absolutely guarantee you that this program will make you wonder how you could have possibly had more to learn, to utilize, to create change, to solidify your expertise and become the ultimate master of persuasion.